How do you track churn reasons in B2B SaaS without annoying customers?

Question

We're losing a few mid-market accounts and want to understand why, but exit surveys feel clunky. Curious what's actually worked for others.

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Sarah Mitchell · Answer

Skip the exit survey and just have a CSM do a 15-minute 'lessons learned' call framed around improving your product — not justifying the loss. People are way more candid in conversation, and you can log themes in something simple like Notion or Airtable to spot patterns over time. If they won't take a call, a 3-question email (not a survey link) asking what changed in their priorities usually gets a reply.

How do you track churn reasons in B2B SaaS without annoying customers?

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